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If anyone could give Karl Lagerfeld's multitasking abilities a run for their money, it'd be James Franco. Both have dabbled in side projects to the point of absurdity, which seems like it could be a slippery slope: After all, if Karl designs a hotel room made entirely of chocolate, then why wouldn't he be open to making wine-glass coasters? And if James photographs Agyness Deyn dressed as James Dean for Elle, then it's hardly a leap for him to direct and shoot an ad campaign. And why Seven jeans? Well, both Franco and the company are from California, so ... connection established, apparently. There's no word on who will be featured in the ad, but its account manager is David Lipman, the creator of the Hudson Jeans ad campaignwith Patrick Schwarzenegger and Georgia May Jagger, so the casting will presumably be interesting. Franco shrugged off the randomness of his new project by telling WWD that advertising is essentially the same thing as movies and TV: “You might think, ‘Oh, it’s selling a product' ... But that’s what basically one does when you make a movie or do a television show — you’re really selling a product anyway."